ASOS 'Today Is'

ASOS built its brand by being a functional online fashion store but wanted to give people a reason to visit the site more regularly. So we launched an 80-day campaign to change people's perception. ASOS became a cultural hub offering customers something entirely new every single day, from an artwork by an upcoming illustrator to throwing an online house party. Every 24 hours we celebrated a new facet of 20-something culture. It was an incredible undertaking and the quality of work was exceptional. 80 days, 80 ideas. We concepted with another team, oversaw the entire campaign and ran three of the biggest projects throughout.
Using #TodayIs and #TonightIs content was rolled out daily. Day 1: 'Chasing The Dawn' gave the ASOS audience the chance to enter a competition to win an epic adventure to Mexico via Miami for NYE 2013. Repeatedly through the campaign the 'ASOS House Band' made appearances in eight separate comedy-inspired music videos to entertain ASOS.com audience.
Day 65: @OfficalSanta took centre stage to reward followers of ASOS with interactive content in response to tweets sent from France, Germany and the UK.